Abercrombie & Fitch veteran to join Vuori C-suite
An upscale activewear brand will soon have a new marketing leader.
Vuori has tapped Carey Collins Krug as its next chief marketing officer, effective Monday, Oct. 5. In the role, the brand says she will lead the company’s global marketing organization, overseeing brand, creative, consumer engagement, digital, retail, wholesale and integrated marketing.
Krug joins Vuori from Abercrombie & Fitch, where she spent nearly eight years, including the last four as chief marketing officer. Vuori says that Krug played an “instrumental role” in repositioning Abercrombie, driving a digital-first transformation and reigniting “cultural relevance with a new generation of consumers.”
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“Carey brings the kind of brand-building, consumer engagement and cross-functional marketing leadership that will be instrumental as Vuori enters its next chapter of growth,” said Joe Kudla, founder and CEO of Vuori. “Her experience helping global lifestyle brands sharpen their storytelling and build deeper connections with consumers aligns closely with where we’re headed as we continue to scale.”
Before joining Abercrombie in 2018, Krug served as the chief marketing officer for David Yurman for one year. Her previous experience includes roles at Ralph Lauren and Donna Karan,
The appointment marks the second C-suite move Vuori has made this year. In April, the brand named Heather Archibald as its first-ever chief product officer.
"Vuori has a rare combination of brand clarity, product strength and deep consumer connection," said Krug. "The foundation is already there – a powerful brand and an engaged community. I am thrilled to build upon this momentum and scale globally with intentionality and consistency.”
Founded in Encinitas, Calif., in 2015, Vuori operates more than 100 retail stores, serving consumers in close to 30 countries through a network of owned and partner channels. Its products include activewear shorts, hoodies, pants, hats, accessories and more for both men and women.
